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Integrated Marketing Communications: A Primer
Integrated Marketing Communications (IMC) is here – apparently to stay! It is defined, managed, and practised in various ways. In this text, we are located in one stage or developmental phase of IMC. However, the text stretches well beyond this in terms of critical commentary and theoretical foundations. The first introductory primer on integrated marketing communications available, this dynamic textbook combines the key foundations of theory with the best examples of contemporary practice, to illustrate how different aspects of integrated marketing communications (IMC) work together. The book begins by setting the scene in which IMC has emerged as the major communications development at the end of the twentieth century and the start of the twenty-first. The authors explain each component of the promotional mix as well as the process of functional integration. Topics covered include: ■ Advertising ■ Sales promotion ■ Direct marketing ■ Marketing public relations ■ Sponsorship ■ e-communications ■ Relationship marketing.
In addition to learning objectives, key terms, and discussion questions, the book includes a study guide and exam technique section. With key case studies on such international companies as Ford, NSPCC, Audi, and Pan-Pharmaceutical this book illuminates the practical side of IMC in addition to providing a clear and comprehensive introduction to the main theories of the subject. This textbook is a must-buy for anyone studying, teaching, or working in marketing. Philip J. Kitchen holds the Chair in Strategic Marketing at Hull University Business School. Patrick De Pelsmacker is Professor of Marketing and Dean of the University of Antwerp Management School.
Integrated Marketing Communications: A Primer Philip J. Kitchen and Patrick De Pelsmacker
First published 2004 by Routledge 2 Park Square, Abingdon, Oxfordshire OX14 4RN Simultaneously published in the USA and Canada by Routledge 29 West 35th Street, New York, NY 10001 Routledge is an imprint of the Taylor & Francis Group This edition published in the Taylor & Francis e-Library, 2004. © 2004 Philip J. Kitchen and Patrick De Pelsmacker All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging in Publication Data A catalog record for this book has been requested ISBN 0-203-50286-8 Master e-book ISBN
ISBN 0-203-33724-7 (Adobe eReader Format) ISBN 0–415–31420–8 (hbk) ISBN 0–415–31421–6 (pbk)
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To our wives Diane and Maggie for their help, support, and happy companionship
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Contents
List of figures List of tables List of case studies Biographical notes Acknowledgements
viii ix x xi xiii
1 Scene Setting: Theory and Practice
1
2 Integrated Marketing Communications
13
3 Advertising
30
4 Sales Promotion
45
5 Direct Marketing
62
6 Marketing Public Relations
77
7 Sponsorship
92
8 e-communications
107
9 Relationship Marketing
123
10 Summary and Conclusion
140